The Campaign

In a country where food is considered to be a religion, there were few cooking-related options available on television. Food programming meant plain vanilla recipe shows restricted to the afternoon time band. However, the Indian interest in the culinary arts and non-traditional cuisines exploded when the audiences were introduced to the concept of Masterchef which was no less than Food Porn for them. And before we knew it we had 2 dedicated food channels to cater to this ready audience. Mothers are extremely particular about the recipes they cook and ingredients they use. Therefore marketers cannot rely on a 30 sec TVC to convince them. A new script needs to be written to cater to this audience and hence branded content is the perfect solution. And capitalizing on this, brands have been flocking food channels with shows like Dabur Mummy ka Magic, Saffola Sunny Side up, Prestige –The Urban Cook etc. The challenge therefore is to stand out in this influx of sponsored food content and narrate a different story.

Results

Kissan Jam and Ketchup consumption usually happens only in the form of an accompaniment with snacks or as a spread, which limits the average consumption of Ketchup to 1.3 Kg and Jam to 700 g in a year in India. The marketing objective was to increase consumption occasions by offering innovative recipe solutions, of which the product is an integral part. A mother strives to include as much nutrition as possible in the everyday snack boxes But, healthy tiffins are the worst enemies for their kids. Tiffin just HAD to be interesting enough for the child to empty the box EVERYDAY ! SO Kissan decided to come up with the most unique solution: Healthy Tiffin recipes made kid-friendly with a quick hint of creativity and a touch of Kissan products We created a 13 episode program – K for Kids every Sunday afternoon in which Chef Shipra Khanna showcased interesting tiffin quick time snack recipes with Kissan Jam and Ketchup which made the most mundane ingredients look delicious and irresistible In all 13 episodes, Chef Shipra Khanna tackled most of the nutritious fruits or vegetable dreaded by the kids – Spinach became spinach drumsticks, sprouts rocked in a mixed sprouts omelette, beans and carrots tasted delicious in a mini burger and so many more…. With the help of Kissan Jam or Ketchup, she came up with recipes which cannot be refused by the kids; thus proving that the brand is a must-have ingredient in every mom’s kitchen It also communicated to the moms that Jam was not just another boring spread on their child’s pre-school toast, and Ketchup was not just a dip along with unhealthy fries once a week; both products were important ingredients in making interesting snack recipes for their children to package their daily dose of health.

Kids, the eternally fussy eaters detest the food they find disinteresting, and are alien to the concept of nutrition. It’s a challenge for mothers to feed wholesome food to them and they are constantly looking for recipes to make food interesting for their kids without compromising on nutrition. And hence an innovative cooking show involving kids was a perfect way to draw the attention of these moms. They could learn interesting recipes and make their kids understand the importance of simple and healthy cooking in the language they understood best - fun.

• Kissan to be fit as a part of healthy diet went up by 9% • Brand talkability went up 5% • Making food exciting for kids went up by 4%